Surf parks naturally face seasonality. URBNSURF experienced significant visitation dips during winter due to:

• Cold water and weather
• Decreased spontaneous surf sessions
• Reduced family attendance
• Shorter daylight hours

Winter 2025 introduced additional complications, including:

• A temporary Melbourne park closure in August
• Highly volatile weather impacting demand daily

Rocket’s strategy centred on building a cohesive, winter-ready marketing ecosystem that kept URBNSURF top of mind, captured intent at the right moments, and inspired surfers to embrace cold-weather sessions.

At the heart of the campaign was a unified creative narrative designed to shift perceptions and show that winter surfing could be both energising and accessible.

Our approach focused on three pillars:

We developed seasonal creative and messaging that worked cohesively across all major digital touchpoints. The goal was simple: ensure surfers encountered a consistent, motivating story whether they were discovering, researching or ready to book.

Each location had its own winter sentiment and demand patterns. Our strategy adapted to local conditions, keeping both communities engaged, even during operational changes such as the temporary Melbourne park closure.

Winter weather is unpredictable, so flexibility was essential. We continually refined messaging and media weighting throughout the season to stay aligned with real-world behaviours, conditions and demand shifts.

The result was a campaign that felt authentic, culturally grounded and perfectly timed,  without exposing any specific channel tactics, budgets or targeting methodologies.

Before winter, URBNSURF’s cold-season performance consistently lagged, an unavoidable dip in an otherwise thriving business.

But this campaign flipped the script.

We didn’t treat winter as a barrier. We treated it as an opportunity to create a new surf mindset. Through consistent storytelling, UGC-led relatability and a relentless focus on demand capture, Rocket and URBNSURF transformed Australia’s coldest months into a commercial engine.

• A winter narrative people wanted to be part of
• Personalised messaging by persona
• Multi-channel reinforcement across the entire surf journey
• Real-time optimisation to stay efficient even in poor weather
• A level of channel coordination rarely achieved in seasonal campaigns